Aegon N.V. (AEG): Business Model Canvas [Dec-2025 Updated]

You're trying to figure out how Aegon N.V. (AEG) is generating its capital and managing its massive global footprint, especially as they pivot hard into the US market. The simple answer is they're accelerating their shift from capital-intensive insurance to high-margin, fee-based services, anchored by the Transamerica brand. This strategy is paying off: they're targeting an Operating Capital Generation (OCG) of around EUR 1.2 billion for 2025, plus they're executing a 2H 2025 share buyback of EUR 400 million, which shows their confidence in the capital structure, with Cash Capital at Holding sitting at EUR 2.0 billion as of June 30, 2025. It's defintely a story of strategic focus and disciplined capital deployment, and the canvas below maps out exactly how they make it happen, from their WFG distribution network to their robust hedging programs.

Aegon N.V. (AEG) - Canvas Business Model: Key Partnerships

Aegon N.V.'s strategy relies heavily on smart partnerships to drive growth in key international markets and manage core risks, rather than trying to own every piece of the value chain. You need to focus on where the capital is being deployed and what market access these partnerships unlock. The recent partial divestiture of the ASR Nederland N.V. stake, for instance, is a clear move to monetize a mature partnership while retaining a significant strategic foothold.

Here's the quick math: partnerships allow Aegon to target a full-year Operating Capital Generation (OCG) of around EUR 1.2 billion for 2025, a goal they are currently on track to meet.

Global insurance joint ventures in China, Brazil, and Spain & Portugal

Aegon uses joint ventures (JVs) to gain immediate scale and local expertise in high-growth or strategically complex markets. This model reduces the capital strain and regulatory burden of starting a fully-owned operation from scratch. These International JVs are a consistent source of growth, with the segment reporting higher sales in the first quarter of 2025.

The most significant JVs are with strong local partners like Santander in Europe and Mongeral in South America. In total, the International segment's new life sales (a key growth metric) reached EUR 81 million in the first quarter of 2025, up from EUR 73 million in the prior year period. That's a solid 11% year-over-year increase.

• Brazil: The Mongeral Aegon Group (MAG Seguros) is the third-largest independent life insurer in the country. Aegon holds a 59.2% economic interest and 50% of voting common shares. New life sales for the Brazil operation alone were EUR 33 million in 1Q 2025.
• Spain & Portugal: The partnership with Santander operates as the Aegon Santander Life and Non-Life joint ventures.
• China: The market access is primarily through the Aegon Industrial Fund Management Company (AIFMC) for asset management, which still saw net outflows in Strategic Partnerships in 1Q 2025.

Strategic shareholding in ASR Nederland N.V. for Dutch market presence

The strategic shareholding in ASR Nederland N.V. (a.s.r.) is a partnership that has been transitioning to a financial investment, which is a key de-risking move. Following the sale of Aegon's Dutch operations to a.s.r. in 2023, Aegon retained a significant stake. In September 2025, Aegon successfully sold 12.5 million a.s.r. shares for gross proceeds of EUR 700 million.

This sale reduced Aegon's holding from 29.96% to approximately 24% of a.s.r.'s share capital, but Aegon remains the largest shareholder. The cash injection is substantial, and the transaction is expected to result in an IFRS book gain of approximately EUR 0.2 billion in the second half of 2025. This move significantly boosted Aegon's Group solvency ratio by 11 percentage points, compared to the estimated 183% ratio as of June 30, 2025.

Reinsurers and actuarial firms for risk transfer and modeling

For a global insurer, reinsurers are essential partners for risk transfer (ceding risk) and capital efficiency. While specific reinsurer names are not publicly detailed, the scale of this partnership is clear in the US business, Transamerica.

Transamerica relies significantly on captive reinsurance, which is a key component of its capital structure. The net face value of the reinsured Universal Life portfolio (which is adjusted for reinsurance coverage) stood at USD 47 billion at the end of December 2024, down from USD 51 billion at the end of 2023. This shows the massive scale of risk being managed through these partnerships, which helps stabilize the required capital for market risks. Actuarial firms, though unnamed, are critical for the complex modeling of longevity, mortality, and policyholder behavior assumptions used to price these risks.

Lakemore Partners Ltd. for strategic investment in CLO capabilities

The partnership between Aegon Asset Management and Lakemore Partners Ltd., a private credit investment firm, is focused on expanding Aegon's US Collateralized Loan Obligation (CLO) platform. Lakemore provides equity funding for the issuance of multiple CLOs, bolstering Aegon Asset Management's capacity in a high-yield, structured credit product.

This partnership directly supports the growth of Aegon Asset Management, which had EUR 321 billion in Assets under Management (AUM) as of the first half of 2025. The focus area, Alternative Fixed Income, saw its AUM increase by EUR 1.1 billion to EUR 59.2 billion in the first half of 2025, showing the immediate impact of prioritizing this capability.

World Financial Group (WFG) for expanding the US distribution network

World Financial Group (WFG) is Aegon's most important distribution channel for its US subsidiary, Transamerica, and is a wholly-owned agency. You can't overstate the importance of WFG; it's the engine for US middle-market penetration.

WFG is a massive network of independent agents, and its growth directly impacts Transamerica's sales. The agent count across North America is over 85,000 life licensed agents as of 2025. More specifically, the agent count reached 87,694 licensed agents in 1Q 2025. WFG's distribution power accounted for 69% of Transamerica's total Individual Life sales in the first quarter of 2025. Transamerica aims to grow the WFG agent force to 110,000 by 2027.

The strength of this distribution channel translated to a 30% year-over-year increase in new individual life sales to $155 million in the third quarter of 2025.

Key Partnership Entity	Strategic Function	2025 Financial/Statistical Data
ASR Nederland N.V.	Strategic Shareholding (Dutch Market)	Remaining stake: approx. 24%. Proceeds from Sept 2025 sale: EUR 700 million. Expected 2H 2025 IFRS book gain: approx. EUR 0.2 billion.
World Financial Group (WFG)	US Distribution Network	Licensed Agents (1Q 2025): 87,694. Share of US Individual Life Sales (1Q 2025): 69%. 3Q 2025 New Individual Life Sales: $155 million (up 30% YoY).
Mongeral Aegon Group (Brazil)	Global Insurance Joint Venture	Aegon Economic Interest: 59.2%. 1Q 2025 New Life Sales: EUR 33 million.
Lakemore Partners Ltd.	Asset Management (CLO Capabilities)	Equity provider for US CLO platform growth. Aegon Asset Management 1H 2025 AUM: EUR 321 billion.
Reinsurers (e.g., Transamerica Life Bermuda)	Risk Transfer & Capital Efficiency	Net face value of reinsured Universal Life portfolio (Dec 2024): USD 47 billion.

Aegon N.V. (AEG) - Canvas Business Model: Key Activities

The core activities for Aegon N.V. in late 2025 are sharply focused on capital discipline and strategic simplification, which is what drives shareholder value. You need to see these actions-from underwriting to the share buyback-not as isolated tasks, but as a single, coordinated effort to hit the EUR 1.2 billion Operating Capital Generation (OCG) target for the full year 2025.

Underwriting and managing complex life insurance and annuity products

This activity is centered on the US Strategic Assets, primarily through Transamerica, which is the engine of the business, accounting for about 70% of Aegon's operations. The goal here is profitable growth in core products, which means disciplined pricing and strong distribution. Honestly, the results show this is working.

For example, new Individual Life sales saw a massive jump, increasing by 39% in the third quarter of 2025 compared to the prior year period. This growth is a direct result of expanding the World Financial Group (WFG) distribution network and implementing new digital tools. Also, the critical work of managing legacy risk continues: the total value of approved premium rate increases for the Long-Term Care (LTC) book now exceeds USD 822 million, successfully beating the USD 700 million target set at the start of 2023.

Global asset management and investment portfolio optimization

Aegon's asset management activity focuses on generating fee income and optimizing the investment portfolio that backs the insurance liabilities. This is a constant balancing act between growth and risk management. As of mid-2025, the Assets under Management (AuM) for Aegon Investment Management B.V. stood at approximately EUR 120.5 billion.

The key here is to drive third-party flows, which remained positive in the third quarter of 2025, even with some headwinds. Still, you have to watch the details: the UK business saw some outflows in Q3 2025 due to the departure of two large, low-margin schemes, which is a necessary clean-up of the book. The US Financial Assets side is also being actively managed down, with capital employed reducing to USD 3.0 billion as of September 30, 2025, a clear move to reduce exposure and volatility.

Digital transformation and continuous operational efficiency improvements

The transformation activity is less about a single cost-cutting number and more about embedding technology to drive sales and simplify the back office. The most concrete proof is in the sales figures: the 39% jump in Individual Life sales was partly enabled by a new fully digital underwriting platform. That's a direct link between tech spend and revenue growth.

The biggest operational overhaul underway is the preparation for a potential shift to the US. This involves the massive, multi-year project of transitioning to US GAAP (Generally Accepted Accounting Principles) accounting standards, a move that simplifies reporting and aligns the regulatory framework with the US, where the majority of the business is conducted. This transition is expected to take two to three years if approved.

Executing the share buyback program, totaling EUR 400 million in 2H 2025

Returning excess capital to shareholders is a critical activity that signals management confidence and improves earnings per share. The ongoing share buyback program was doubled to EUR 400 million in August 2025, demonstrating strong capital generation.

Here's the quick math on the execution status:

Program Detail	Amount/Status
Total Program Value	EUR 400 million
Amount Repurchased (as of Nov 14, 2025)	EUR 309,692,325
Percentage Completed (as of Nov 14, 2025)	77.42%
Expected Completion Date	December 15, 2025

As of mid-November 2025, the program is already over 77% complete, with the full amount expected to be repurchased by December 15, 2025. This is a defintely a concrete action to reduce capital at the holding company level.

Reviewing the relocation of legal domicile and head office to the United States

This is a strategic, non-financial activity that will redefine the company's corporate structure for decades. The review, initiated with the H1 2025 results, is driven by the fact that the US market, through Transamerica, generates approximately 70% of Aegon's business.

The key actions in this review include:

• Examining the implications for all stakeholders, including the roughly 250 staff at the corporate center.
• Assessing the impact of making the New York Stock Exchange (NYSE) its primary listing, alongside its current Euronext listing.
• Aligning the corporate structure with US tax residency, accounting standards, and the regulatory framework.

The outcome of this crucial review is scheduled to be announced at the Capital Markets Day on December 10, 2025.

Aegon N.V. (AEG) - Canvas Business Model: Key Resources

You're looking for the bedrock assets that allow Aegon N.V. to generate its revenue and manage risk, and honestly, it boils down to a mix of financial strength, a powerful US brand, and a massive distribution engine. These key resources are what enable their core business of investment, protection, and retirement solutions.

The Transamerica brand, their most widely recognized US asset

The Transamerica brand is Aegon N.V.'s primary intellectual asset, acting as the face of its largest business unit in the United States. This brand recognition is crucial as Transamerica is actively executing a growth strategy aimed at becoming America's leading middle market life insurance and retirement company. This strategy specifically targets the nearly 68 million middle-income households in the US that have often been overlooked by other financial services firms.

To reinforce this key resource, Transamerica rolled out a major brand refresh in January 2025, the first major update to its iconic logo in over 40 years. This move was designed to align the brand's visual identity with the broader Aegon brand portfolio while championing Transamerica's distinctive, 120-year history.

Cash Capital at Holding of EUR 2.0 billion as of June 30, 2025

Financial flexibility is a non-negotiable key resource for an insurer, and Aegon's holding company cash position provides that critical buffer. As of June 30, 2025, the Cash Capital at Holding stood at EUR 2.0 billion, which is comfortably above the company's operating range.

Here's the quick math on capital: This cash position reflects the strong free cash flow generated in the first half of 2025, which totaled EUR 442 million, an 18% increase over the first half of 2024. This liquidity supports capital returns to shareholders, including an increased share buyback program of EUR 400 million for the second half of 2025, plus an interim dividend of EUR 0.19 per common share.

Proprietary variable annuity hedge program for financial market risk mitigation

The proprietary variable annuity hedge program is a vital intellectual and financial resource, reducing the exposure to volatile financial markets that comes with offering guaranteed benefits (like guaranteed minimum withdrawal benefits) on Variable Annuities. This dynamic hedge program has a strong track record of managing the embedded financial market risks.

The program was significantly expanded in mid-August 2025. This expansion now includes the first-order equity market exposure of 25% of the Variable Annuities base contracts held by Transamerica Life Insurance Company, their largest insurance carrier. This action further reduces the economic equity market sensitivity of the portfolio, which is defintely a smart move for de-risking the run-off book.

Global network of financial advisors and WFG distribution agents

Aegon's massive distribution reach, particularly in the US, is a human and organizational key resource. The World Financial Group (WFG), Transamerica's affiliated distribution network, is the engine for new life and annuity sales.

The WFG network continues to expand successfully, reflecting strong recruitment and improved retention initiatives.

• Licensed Agents (WFG, as of September 30, 2025): 92,519
• Growth in Licensed Agents (Q3 2025): 12% increase
• Transamerica Market Share of WFG US Life Sales (Q3 2025): 65%

This network's growth is directly tied to the company's strong commercial momentum, with new life sales in the US increasing by 13% to USD 276 million in the first half of 2025.

Valuation equity per share of EUR 8.47 as of June 30, 2025

Valuation equity per share is a crucial metric for investors, representing the sum of shareholders' equity and the contractual service margin (CSM) after estimated tax adjustment, and it acts as a measure of intrinsic value. As of June 30, 2025, this figure stood at EUR 8.47 per share.

This value is supported by the total valuation equity of EUR 13.3 billion as of the same date. While the per-share value saw a 5% reduction in the reporting period, this was primarily due to unfavorable currency movements and capital returns to shareholders, not a loss of underlying operating value. The operating result for the first half of 2025 was robust, increasing 19% to EUR 845 million.

Key Resource Metric	Value (As of June/Sept 2025)	Type of Resource
Cash Capital at Holding	EUR 2.0 billion (June 30, 2025)	Financial
Valuation Equity per Share	EUR 8.47 (June 30, 2025)	Financial
WFG Licensed Agents	92,519 (Sept 30, 2025)	Human/Organizational
Variable Annuity Hedge Scope	25% of base contracts (Expanded mid-2025)	Intellectual/Proprietary
Transamerica Brand Target	~68 million US middle-income households	Intellectual/Brand

Finance: Monitor the impact of the expanded variable annuity hedge program on the Q4 2025 non-operating results.

Aegon N.V. (AEG) - Canvas Business Model: Value Propositions

The core value proposition for Aegon N.V. is a focused, capital-efficient delivery of financial security, primarily anchored in the massive US market through Transamerica, plus targeted growth in the UK and International segments. You're not just buying a policy; you're getting a commitment backed by a strong capital base and a clear strategy for growth.

Here's the quick math on that commitment: Aegon is on track to meet its full-year 2025 Operating Capital Generation (OCG) target of around EUR 1.2 billion, showing their business units are consistently generating cash above their capital needs.

Long-term financial security through pensions and retirement solutions

Aegon's value here is helping people secure their retirement, which is a huge, defintely growing need in the US and UK. In the US, their Transamerica subsidiary focuses on retirement plans and annuities, providing solutions that offer both growth potential and guaranteed income streams. They are a top 10 player in the US market for Registered Index Linked Annuities (RILA) sales, which tells you they are competitive in products that balance risk and return for the individual investor.

In the UK, the focus is on the Workplace platform, which is a major engine for growth. The platform pulled in net deposits of GBP 2.1 billion in the first half of 2025 alone. That kind of flow confirms that employers and employees trust the platform for their long-term savings.

Comprehensive life insurance and financial protection for families

The protection value proposition is straightforward: providing a financial safety net for families and businesses. This is where Aegon's US business, Transamerica, is showing significant commercial momentum. Individual Life sales were up a massive 39% in the third quarter of 2025 compared to the prior year period. That jump is a clear sign that their product mix and distribution strategy are hitting the mark with the average American family-the segment they are laser-focused on serving.

The first half of 2025 saw new life sales increase by 13% to USD 276 million in the United States. This growth in new business value (NBV) is crucial because it translates directly into future profit, demonstrating a sustainable value creation model beyond just managing existing policies.

Tailored asset management for institutions and high-net-worth clients

Aegon Asset Management (AAM) offers specialized investment expertise, which is a distinct value proposition from the insurance side. They manage assets for a global client base, including pension plans, public funds, and high-net-worth individuals. As of the first half of 2025, AAM had EUR 321 billion in Assets under Management (AuM). This scale allows them to offer sophisticated fixed income, real asset, and multi-asset strategies.

For the ultra-high-net-worth segment, Transamerica Life Bermuda (TLB) provides specialized wealth protection and legacy planning solutions, often dealing with large sums assured and complex international cases. This dual-pronged asset management approach-global scale for institutions and bespoke services for the wealthy-is a key differentiator.

Accessibility and convenience via integrated digital and advisor channels

You need to be where the customer is, and Aegon uses a powerful dual channel approach. In the US, their affiliated insurance distribution network, World Financial Group (WFG), continued to expand its agent network in 2025, giving them direct, personal access to millions of households. Plus, the Aegon UK business is actively accelerating its transformation into a leading digital savings and retirement platform, which means better online access and lower costs for customers.

This is about making financial services less intimidating and more accessible. It's a hybrid model that works.

• WFG: Over 90,000 independent agents for personal advice.
• UK Platform: Accelerating digital transformation for convenience.
• US: Strong commercial momentum in Strategic Assets like Indexed Annuities.

Risk reduction through robust hedging programs and capital management

For investors and clients, one of the most critical, if less visible, value propositions is financial stability. Aegon provides this through disciplined capital management and sophisticated hedging programs, which protect the balance sheet from market volatility. This stability is the bedrock of their long-term promises.

Look at the capital position as of June 30, 2025:

Metric	Value (as of June 30, 2025)	Operating Level/Target
Estimated Group Solvency Ratio	183%	Above target (Implied)
US RBC Ratio (Transamerica)	420%	Above the operating level of 400%
Cash Capital at Holding (3Q 2025)	EUR 1.9 billion	Above operating range
2025 Free Cash Flow Target	Around EUR 800 million	Up from EUR 600 million expected for 2023

The variable annuity hedge program, for example, continued its strong track record of managing the financial market risks embedded in the guarantees throughout the first half of 2025. This robust capital position, with the US RBC ratio at 420%, is the ultimate assurance that Aegon can meet its long-term obligations to you.

Aegon N.V. (AEG) - Canvas Business Model: Customer Relationships

Aegon N.V.'s customer relationship model is a deliberate hybrid, balancing high-touch, personal advice for complex life events with efficient, low-touch digital self-service for day-to-day management. This dual approach is necessary to serve their diverse base, from middle-market American families to large institutional mandates, but the core focus is on enhancing the productivity of their human distribution channels while simplifying the digital experience.

Here's the quick math: The US business, Transamerica, which accounts for approximately 70% of Aegon's operations, relies heavily on its agency network for growth, while the UK platform business focuses on a smaller number of high-value advisor firms.

Dedicated financial advisors and agents (high-touch model)

The high-touch model, primarily through Transamerica in the US, is Aegon's engine for new life and annuity sales. This relationship is built on personal assistance and financial education, targeting middle-market America where complex products like life insurance and retirement plans require a human guide. The World Financial Group (WFG), Transamerica's affiliated distribution network, is crucial here.

In Q1 2025, WFG's network of licensed agents grew to 87,694, which is a significant asset for maintaining a personal touchpoint. This focus on the agent channel drove new Individual Life sales up by a strong 39% in Q3 2025 compared to the prior-year period. To be fair, the UK Adviser platform is going through a segment consolidation, narrowing its focus to around 500 target adviser firms to drive a return to growth by 2028.

Distribution Channel Metric (Q3 2025)	Value/Change	Context
Individual Life Sales Increase (Q3 YoY)	+39%	Driven by WFG and agency channels.
WFG Licensed Agents (Q1 2025)	87,694	The core of the high-touch US distribution.
WFG Total Life Sales Increase (Q3 YoY)	+15%	Shows improved agent productivity.
UK Adviser Platform AuA (H1 2025)	£51,834 million	Assets under Administration, despite net outflows.

Self-service digital platforms for policy and account management

Aegon has been pushing its digital transformation strategy to make routine interactions simple and efficient, freeing up advisors to focus on high-value planning. This self-service approach is key for the UK Workplace platform and for streamlining the sales process in the US. For instance, half of the Q3 2025 growth in new life sales came from a new, fully digital underwriting platform for final expense products, launched in late 2024. That's a defintely clear sign that digital is taking on transaction volume.

The total platform assets under administration (AuA), which combines the Workplace and Adviser platforms, was £118,249 million at H1 2025, a 7% year-on-year increase. The UK Workplace platform is a strong performer in this model, generating £2.1 billion in net deposits in the first half of 2025. This shows that for workplace pensions and basic policy management, customers prefer the speed and convenience of the self-service digital channel.

Long-term, trust-based relationships for lifetime financial planning

Aegon's business is inherently about long-term financial security, so the relationship model must foster deep trust. This is achieved by positioning advisors as lifetime financial planners, not just product sellers. The focus is on complex, long-duration products like variable annuities and life insurance. Transamerica has established itself as a top 10 player in sales of Registered Index Linked Annuities (RILA) products in the US market, reflecting success in selling long-term savings solutions.

This long-term relationship is supported by a strategy to proactively manage the risks embedded in these products, such as the expansion of the dynamic hedge program for Variable Annuities in mid-August 2025 to further reduce equity market exposure. This action, while technical, is a commitment to the stability of the long-term guarantees made to customers. The goal is to keep the customer relationship for decades, so the service has to be consistent and reliable.

Institutional client management for large workplace and asset mandates

The institutional client relationship is a high-value, dedicated service model managed by Aegon Asset Management. This involves bespoke mandates for pension funds, companies, and other institutions. The relationship is based on investment performance and tailored fiduciary services (Fiduciary Services & Multi-Management).

Key metrics for this segment show a stable, if competitive, environment:

• Aegon Investment Management B.V.'s Assets under Management (AuM) were EUR 120.5 billion at H1 2025.
• The Asset Management business achieved positive third-party net flows in Q3 2025.
• Institutional net flows in the UK were £1,329 million in H1 2025.

The overall UK Assets under Administration, which includes these institutional and traditional products, stood at £226,166 million at the end of the first half of 2025. This is a relationship that requires constant, dedicated client management to retain large mandates, and the positive net flows in asset management show they are executing well on this front.

Next step: Review the institutional client service model to ensure retention protocols are in place for any mandate exceeding £500 million.

Aegon N.V. (AEG) - Canvas Business Model: Channels

Aegon N.V.'s channels are a multi-pronged distribution network, heavily weighted toward its proprietary US agency force, World Financial Group (WFG), and its scalable UK digital workplace platform. You need to understand that the US agency channel drives the majority of new life sales, while the UK platform secures large-scale, long-term pension deposits.

Here's the quick math: In the first quarter of 2025, the WFG channel accounted for nearly 70% of Aegon's US Individual Life sales, making it the defintely dominant channel for that product line. The strategic focus is on growing and digitizing these core channels to increase capital generation.

World Financial Group (WFG) agent network (primary US distribution)

The World Financial Group (WFG) network, a subsidiary of Transamerica, is Aegon's primary engine for distributing life insurance and annuities in the US middle market. This channel operates on a multi-level marketing (MLM) model, which is effective for rapid agent recruitment and market penetration. The network continued to expand its reach, with over 85,000 independent advisors working with WFG as of September 2025, and Transamerica has an ambition to grow this force to 110,000 by 2027.

This channel is critical for new business, contributing 69% of total Individual Life sales in the first quarter of 2025. The commercial momentum is strong, with new Individual Life sales in the US increasing by 13% to USD 276 million in the first half of 2025, and a 39% increase in Individual Life sales in the third quarter of 2025 compared to the prior year period, driven by WFG and digital improvements. However, WFG's third-party annuity product sales saw an 11% decrease in the first half of 2025, reflecting broader customer demand shifts in the US market.

UK Workplace business platform for large-scale pension deposits

The UK Workplace business is a key channel for securing large-scale, long-term defined contribution (DC) pension and savings deposits. This platform targets employers to manage their schemes and engage their employees, providing a scalable, low-margin, high-volume source of assets under administration (AUA). In the first half of 2025, this platform performed well, generating GBP 2.1 billion in net deposits.

The scale of this channel is significant, with Aegon UK's total workplace propositions holding approximately £66 billion in AUA as of December 31, 2024. The largest default fund on this platform, the Universal Balanced Collection (UBC), manages a substantial £12 billion and serves over 700,000 members. The business is actively transforming into a leading digital savings and retirement platform to maintain its competitive edge.

Third-party brokers and independent financial advisors

Aegon also relies on a network of third-party brokers and independent financial advisors (IFAs) to distribute products, particularly in the US and UK. This channel offers broader market access beyond the proprietary WFG network and is crucial for reaching customers who prefer non-affiliated advice.

In the US, the brokerage channel was cited as a key driver, alongside WFG, for the increase in Individual Life new life sales in the first quarter of 2025. In the UK, the Adviser platform (formerly the Retail platform) serves the IFA community. This channel, however, experienced some pressure in 2025, reporting net outflows in the first and third quarters of 2025, indicating a challenge in retaining assets within the advised segment of the UK platform business.

Direct-to-consumer digital channels and corporate websites

While historically smaller than the agency and workplace channels, direct-to-consumer (DTC) digital channels are a growing strategic focus for Aegon, particularly within its Transamerica US and Aegon UK businesses. The goal is to simplify the customer journey and reduce distribution costs.

The US business is actively leveraging a new fully digital underwriting platform to support new Individual Life sales, which contributed to the 39% year-over-year sales increase in the third quarter of 2025. This digital push is a core component of the UK strategy to become a leading digital savings and retirement platform, focusing on enhanced user experience and accessibility. This is about efficiency.

Channel Segment	Primary Geographic Focus	Key 2025 Metric/Performance	Strategic Role
World Financial Group (WFG) Agent Network	US (Transamerica)	Over 85,000 independent agents (Sep 2025); Contributed 69% of 1Q 2025 Individual Life sales.	Proprietary growth engine for US middle-market life and annuity sales.
UK Workplace Business Platform	UK	Generated GBP 2.1 billion in net deposits in 1H 2025; Manages approx. £66 billion in AUA (Dec 2024).	High-volume, scalable platform for large-scale corporate pension and savings deposits.
Third-Party Brokers/IFAs (Adviser Platform)	US & UK	US brokerage channel drove part of 1Q 2025 life sales growth; UK Adviser platform saw net outflows in 1Q and 3Q 2025.	Broad market reach for retail products; faces pressure in the UK advised segment.
Direct-to-Consumer Digital	US & UK	New fully digital underwriting platform contributed to 39% US Individual Life sales growth (3Q 2025).	Cost-efficient distribution and customer service; key for future platform transformation.

Aegon N.V. (AEG) - Canvas Business Model: Customer Segments

You're looking for a precise breakdown of who Aegon N.V. serves, and the reality is their customer base is a carefully segmented, global portfolio, not a single monolithic market. Aegon's strategy centers on three distinct, high-value segments-retail, corporate, and institutional-plus a targeted push into high-growth emerging markets.

The company's focus is on becoming America's leading middle-market life insurance and retirement provider through Transamerica, which serves over ten million customers, while simultaneously leveraging its massive global Asset Management arm for institutional clients. That's the quick math: a dual focus on mass-market volume and institutional scale.

Mass-market individuals and families seeking life insurance and savings

This segment forms the core of Aegon's fully owned US and UK operations, primarily through the Transamerica and Aegon UK brands. The focus is on the middle-market, providing essential protection (life insurance) and retirement savings solutions (annuities, pensions). Aegon is accelerating its growth in this area, particularly in the US, where its affiliated distribution network, World Financial Group (WFG), is central to reaching this audience.

The segment's strength is evident in the 2025 commercial momentum:

• Transamerica's Individual Life sales were up a significant 39% in the third quarter of 2025 compared with the prior year period.
• The US strategy is to become America's leading middle-market life insurance and retirement company, with Transamerica serving more than 10 million customers.
• In the UK, the business is transforming into a digital savings and retirement platform, serving around 3.7 million customers with a broad range of pension and investment solutions.

Employers and plan sponsors for workplace retirement solutions

This customer group consists of US employers offering retirement plans (401(k)s, etc.) and UK employers providing workplace pensions. These are B2B relationships where Aegon acts as the plan administrator, investment manager, and record-keeper. The key is scale and platform efficiency, which drives high-volume, recurring fee revenue.

The Workplace segment showed strong performance in the first half of 2025, confirming its importance:

• US Retirement Plans gross deposits increased by 13% in 1H 2025, driven by higher takeover deposits in both the large and mid-sized markets.
• The UK Workplace business generated strong net deposits of GBP 2.1 billion in the first half of 2025.
• Growth is concentrated in the mid-sized plans segment, which saw account balances increase by 14% over the year leading up to June 30, 2025.

Institutional investors for global asset management services

Aegon Asset Management (AAM) serves a global client base of large, sophisticated financial entities. These are not retail customers but large-scale buyers of investment expertise. This includes pension plans, public funds, insurance companies (including Aegon's own subsidiaries), banks, wealth managers, family offices, and foundations. The relationship is one of fiduciary (trustee) and investment partner, with a focus on specialized strategies like Alternative Fixed Income.

AAM operates on a massive scale, providing a critical source of fee income:

• Aegon Asset Management had EUR 321 billion of Assets under Management (AuM) as of the first half of 2025.
• Third-party net flows (money from external clients) remained positive in 3Q 2025, demonstrating continued institutional demand.
• The Asset Management business is a key component of Aegon's strategy to grow its global presence and diversify its revenue streams.

Emerging middle-class in growth markets like China, Brazil, and Spain

Aegon serves this segment through strategic insurance joint ventures (JVs) and partnerships, which allows them to tap into local distribution and brand strength. The target is the rapidly expanding middle-class in these markets who are increasingly seeking protection and long-term savings products. The model here is capital-light, leveraging local partners' infrastructure.

Here is a snapshot of the activity in these key markets as of 2025:

The International business segment saw overall sales growth in the first half of 2025, driven by Brazil, China, and Spain & Portugal. Still, China's regulatory environment can make growth volatile, as seen by the 3Q 2025 sales decrease.

Aegon N.V. (AEG) - Canvas Business Model: Cost Structure

You're looking for the real dollars and cents driving Aegon N.V.'s (AEG) operations, and honestly, the cost structure is where the rubber meets the road for any insurer. It's a classic mix of high fixed costs-like technology and compliance-and a massive variable cost base tied to their sales engine. The key takeaway for 2025 is that Aegon is spending to grow and transform, which means higher near-term outlays, but they are also actively managing their debt costs.

Here's the quick math: Aegon's total operating expenses for the twelve months ending June 30, 2025, stood at nearly $13.668 billion. That's a huge number, and it's where you see the impact of their strategic choices, from paying agents to funding massive IT overhauls.

Investment costs in digital transformation and technology platforms

Aegon's digital transformation isn't a one-off project; it's a fundamental cost of doing business, especially in the US and UK. They are in a race to simplify their legacy systems and build modern, digital platforms to reduce long-term operating expenses (OpEx) and improve customer experience. This investment is not always broken out as a single capital expenditure (CapEx) line item, but it's embedded in the higher operating costs.

For instance, the Aegon Investment Management B.V. subsidiary specifically lists IT expenses and data as main expenses, which is a microcosm of the group's wider cost base. The strategic move to accelerate the transformation of Aegon UK into a leading digital savings and retirement platform is a clear signal of where this capital is flowing. You see the cost of this commitment in the holding company's figures.

The holding company's funding and operating expenses, which cover group-wide functions including major IT projects, were a negative EUR 153 million in the first half of 2025 (1H 2025), reflecting this overhead. That's the cost of maintaining the corporate center and funding these critical, long-term infrastructure changes.

High compensation and incentive costs for the WFG distribution network

The World Financial Group (WFG) distribution network is Aegon's primary growth engine in the US, but it's also a significant variable cost. This is a commission-based, multi-level marketing model, so compensation and incentives are directly tied to sales volume and agent recruitment.

The sheer scale of this cost is evident in the Distribution business segment's financials in the Americas. The segment's total expenses for 1H 2025 were USD 414 million. [cite: 9, search 1] This expense base is growing because the franchise is expanding, which is what you want to see for a variable cost model.

• WFG's licensed agent count reached nearly 90,315 agents as of June 30, 2025, which is the massive base driving the variable compensation cost. [cite: 9, search 1]
• The segment's operating result decreased by 13% in 1H 2025, largely due to these higher expenses, which reflect investments in the WFG franchise itself. [cite: 2, search 1]

Costs of capital and interest expense on debt

Aegon has been actively managing its balance sheet, which impacts its cost of capital. They have been reducing their gross financial leverage (debt), which is a smart move in a volatile interest rate environment. This is a fixed cost component that needs tight management.

Here's a look at the key debt figures from mid-2025:

Market (Joint Venture)	2025 Commercial Activity (New Life Sales)	Key Customer Focus	Aegon's Stake
China (Aegon THTF Life Insurance)	New life sales decreased in 3Q 2025 due to product pricing revisions and new regulations, but sales increased in 1H 2025, mainly driven by participating products.	Middle-class seeking protection and participating products.	50% stake in Aegon THTF Life Insurance Company.
Brazil (Mongeral Aegon)	Reported higher new life sales in 3Q 2025, particularly in credit and group life, despite unfavorable currency movements. New life sales increased in 1H 2025, mainly due to higher credit life sales.	Individuals seeking credit life and group life insurance.	Insurance joint venture.
Spain & Portugal (Banco Santander JV)	Higher sales were driven by linked products in Santander Life in 3Q 2025. Increased new life sales in 1H 2025 were driven by non-linked products in Santander Life.	Bank customers seeking life, health, and non-life insurance products.	51% stake in the insurance joint venture.

Metric	Value (as of 1H 2025)	Note
Long-Term Debt (Q2 2025)	$5.759 billion	Represents the debt load on the balance sheet. [cite: 8, search 1]
Gross Financial Leverage (1H 2025)	EUR 4.9 billion	A decrease of EUR 0.3 billion in 1H 2025. [cite: 2, search 1]
Interest on Financial Leverage (1H 2025)	EUR 19 million	Interest on financial leverage classified as equity, after tax. [cite: 5, search 1]

The reduction in gross financial leverage to EUR 4.9 billion in the first half of 2025 is defintely a positive sign, as it lowers the overall interest expense burden and improves financial flexibility. [cite: 2, search 1]

General operating expenses for claims processing and regulatory compliance

General OpEx is the catch-all for the day-to-day costs of running a global insurance and asset management giant, covering everything from back-office claims processing to the ever-increasing cost of regulatory compliance. This is a high-volume, high-risk cost center that demands efficiency.

The cost of claims processing is volatile. For example, the Americas business was hit with USD 74 million in unfavorable non-recurring items in 1H 2025, largely driven by unfavorable claims variance (which includes higher-than-expected mortality). This shows how claims experience can instantly spike operating costs.

Regulatory compliance is a growing, non-negotiable cost. Aegon is currently reviewing a potential relocation of its legal domicile to the United States, a move that will require a costly transition to US Generally Accepted Accounting Principles (US GAAP) and a full alignment of its regulatory framework. This is a multi-year, multi-million-dollar project that will be a significant drag on operating expenses during the transition period, which is expected to take two to three years.

The recurring operating capital generation (OCG) in the Americas is targeted to remain in the range of USD 200 million to USD 240 million per quarter, which gives you a clear sense of the ongoing, underlying profitability after these recurring operating expenses are deducted.

Aegon N.V. (AEG) - Canvas Business Model: Revenue Streams

Operating Capital Generation (OCG) target of around EUR 1.2 billion for 2025

Aegon N.V.'s primary financial measure for its core business profitability-and thus a key revenue stream indicator-is Operating Capital Generation (OCG), which represents the cash generated by the operating units. The company remains firmly on track to meet its full-year OCG guidance of around EUR 1.2 billion for 2025.

This target is critical because OCG drives the cash available for the Holding company, which in turn supports dividends and share buybacks. For the first half of 2025 (1H 2025), Aegon booked EUR 576 million of OCG before holding funding and operating expenses. The third quarter of 2025 (3Q 2025) added another EUR 340 million in OCG, demonstrating consistent cash flow generation across its global segments.

Here's the quick math: 1H 2025 and 3Q 2025 OCG totaled EUR 916 million, leaving a manageable amount for the final quarter to hit the annual target. The recurring OCG in the Americas alone is guided to be in the range of USD 200 million to 240 million per quarter.

Premiums from life insurance and annuity product sales

Direct premiums from the sale of life insurance and annuity products form a foundational revenue stream, particularly through the Transamerica brand in the United States. This revenue reflects the value customers place on long-term protection and retirement savings solutions. The growth in this area has been strong, driven by the expansion of the World Financial Group (WFG) distribution network.

New life sales in the US, a key indicator of future premium revenue, increased significantly in the first half of the year. This growth was primarily fueled by Indexed Universal Life (IUL) products and higher agent productivity within WFG. The focus on US Strategic Assets, including individual life and retirement plans, is defintely paying off.

New life sales in the US increased 13% to USD 276 million in 1H 2025

The US market, which accounts for approximately 60% of Aegon Group's financials, showed robust commercial momentum. New life sales in the United States for the first half of 2025 saw a 13% increase, reaching USD 276 million compared to USD 245 million in 1H 2024. This growth is a direct measure of new premium revenue being added to the books.

In addition to new sales, the International segment also saw overall sales growth in 1Q 2025, with new life sales increasing by 11%, driven by strong performance in Brazil, China, and Spain & Portugal.

The table below summarizes the key performance indicators for the primary revenue-generating activities as of late 2025:

Revenue Metric	Value (1H 2025)	Value (3Q 2025)	Full-Year 2025 Target
Operating Capital Generation (OCG)	EUR 576 million	EUR 340 million	Around EUR 1.2 billion
US New Life Sales	USD 276 million (+13% YoY)	Not explicitly reported for 3Q	N/A
UK Workplace Net Deposits	GBP 2.1 billion	N/A	N/A

Fee income from asset management and administration services

A significant portion of Aegon's revenue comes from fee income generated by managing customer assets and administering pension and investment platforms. These fees are typically a percentage of Assets under Management (AuM) or Assets under Administration (AuA).

The UK Workplace business is a key contributor to this stream, generating GBP 2.1 billion in net deposits in the first half of 2025. This inflow of assets increases the base on which fee income is calculated. The Asset Management business also achieved positive net flows in 1H and 3Q 2025, indicating a growing fee base.

Revenue from these services is less capital-intensive than underwriting insurance, so it provides a stable, high-margin component to the overall revenue mix. The focus on growing asset volumes in Individual Retirement Accounts (IRA) and General Account (GA) Stable Value products is intended to increase and diversify these fee-based revenue streams.

Earnings on in-force business from existing policy and asset balances

Earnings on in-force business (EoIF) is the profit generated from the existing book of policies and assets, representing the long-term, predictable revenue stream of an insurance business. This is a crucial component of OCG.

The EoIF for 1H 2025 was EUR 588 million, showing the sustained profitability of the existing customer base. This figure is driven by several factors:

• Business growth, particularly in the Americas Strategic Assets.
• Improved claims experience, which favorably impacts the profitability of the existing policies.
• Higher earnings on in-force from Variable Annuities due to increased account balances from favorable markets.

While the first half of 2025 saw some headwinds, like unfavorable mortality claims experience in Universal Life, the underlying business growth and management actions continue to support a strong recurring earnings base.